WHAT ’ S HOT
F & B
WHAT ’ S HOT
One
GOVERNMENT SCRUTINY IS LIMITING USE – BUT NOT POPULARITY – OF HEMP PRODUCTS LIKE CBD .
C
F & B
SMOKIN ’ trend
Dream Nashville ’ s Less Than
Zero
BD in spa treatments ? Far out , man . CBD on the menu ? Not so fast , it seems , at least until the U . S . federal government deems it OK to sell foods and drinks that contain CBD , or cannabidiol , the legal hemp-derived substance purported to have a number of health benefits without the high .
Passage of the 2018 Farm Bill reclassified hemp as an agricultural product , thus removing it from the list of controlled substances . In the National Restaurant Association annual chefs ’ poll , CBD drinks and CBD food ranked as the top two trends for 2019 .
But local governments are tempering that enthusiasm . Perhaps the biggest downer came in New York City , where in February the health department announced a ban on the addition of CBD to foods and beverages ; violators will be cited and fined as of July 1 . From Maine to California , authorities have banned or severely limited the sale of CBD foods and beverages . The Food and Drug Administration plans a review to determine how CBD should be handled as a food ingredient ; it considers it a controlled substance .
Early adopters like the James New York — Nomad ignited a media buzz last year when it rolled out a room service CBD tasting menu with items such as US $ 32 meatballs and a US $ 14 ice cream sundae ( the menu is no longer offered ). “ Once the ban is lifted we will certainly bring back the menu ,” says James Russo , guest experience director . “ On weekends we had tons of local New Yorkers staying with us for a ‘ staycation ’ just to try the menu , since it was only served via in-room dining .”
Others have kept CBD items on the menu . The recently opened Dream Nashville sells CBD-laced cocktails , cold brew coffee and house-made caramels . One cocktail , Less Than Zero , is a mix of tequila , honey syrup , lime juice , spiced cherry bitters and CBD tincture ; the garnish is a rolled-up , lit CBD flower . The Westin Kierland in Scottsdale , Arizona , offers spa guests complimentary limeade ; Bonvoy members can enjoy it with a CBD oil infusion on request .
Servers who can explain CBD are crucial . “ We realize that CBD is still a mystery to our guests , and we try our best to educate people on the difference between CBD and THC as well as the therapeutic effects hemp provides ,” says Jason Owens , Dream Nashville ’ s beverage director . — M . R .
Return theHOTEL of
RESTAURANT
For the past two decades , hoteliers have worked hard to reinvent their restaurants to be perceived as stand-alone — a different entrance , interior designer , positioning and branding , and with a team independent from the rest of the hotel . Now the paradigm is being reconsidered , especially in the 3- to 4-star segment — look at Hoxton , Mama Shelter , Aloft or 25Hours . Do those points still apply ?
F & B is the first experience . You might enter the hotel through the bar or the lounge , and sometimes reception is touching the restaurant .
The interior designer is almost always the same — between F & B , rooms , corridors and even elevators .
Consistency . F & B costs are often positioned to be consistent with room prices , with the same storytelling and clientele target . Uniforms , training and staff attitude is consistent between hotel and F & B staff .
The visual identity is similar . Is there even a different name and logo ? On the contrary , you go for a drink or a meal at the Hoxton like you would go for a Singapore Sling at the Raffles ( you would not say , “ I ’ m going to the Long Bar at the Raffles .”).
More and more , these lifestyle brands are becoming local marketplaces ( again ). Focusing on the neighborhood , their F & B contributes a lot to bringing people inside . In the competition to differentiate , F & B is very often a key component .
Ownership and management also see advantages : one story , one approach — and a way to revamp their brands .
STÉPHANE BELLON is founder of hotel F & B consultancy Studionomie .
34 hotelsmag . com June 2019